MarTech Podcast ™ Episode Summary

Title: The Benefits of Writing with a Co-Author
Release Date: May 15, 2025
Host: Benjamin Shapiro
Guest: Natalie Kelly, CMO of Zappi and co-author of Brand Global, Adapt Local

Introduction to Co-Authoring

In this episode, Benjamin Shapiro welcomes Natalie Kelly, the Chief Marketing Officer of Zappi and co-author of the book Brand Global, Adapt Local. The discussion centers around Natalie’s first experience co-authoring a book and the dynamics of collaborating with another writer.

The Joy of Collaborative Writing

Natalie shares her enthusiasm for co-authoring, highlighting the positive experience of working with Katherine, the lead author. She states:

“Working with Katherine has been a delight. She's the lead author on this book. She wrote the majority of it.”
[01:40]

Natalie explains that while Katherine handled most of the writing, she contributed specific chapters focused on B2B and technology, as well as assisted with the book’s front matter, back matter, and editing.

Blending Distinct Writing Styles

A significant part of the conversation delves into the challenges and rewards of merging different writing styles to maintain consistency throughout the book. Natalie remarks on their differing styles:

“Katherine has a beautiful writing style that is very different from mine… She's very descriptive with her language.”
[01:55]

Benjamin probes further into how they achieved a unified voice despite these differences. Natalie responds by detailing her efforts to adapt her writing to complement Katherine’s style:

“I tried to adapt as much as I could because the majority of the book was Katherine's concepts… I did try to make mine more kind of first person narrative.”
[02:42]

She emphasizes the importance of flexibility, noting her background in writing for diverse outlets, which equipped her to blend seamlessly with Katherine’s approach.

Enhancing Personal Writing Through Collaboration

Natalie candidly discusses how co-authoring pushed her beyond her comfort zone:

“It was challenging for me because I was like I have to write about B2B and websites and globalization, technology. How am I going to make that sexy and fun?”
[02:35]

Through collaboration, she discovered new facets of her writing abilities, leading to personal growth and a more engaging narrative style.

Maintaining Consistency and Quality

Benjamin acknowledges Natalie’s self-critique and challenges her perspective, fostering a positive outlook on their collaborative work:

“I wouldn't call your writing style boring in any sense of the word, but I am curious to hear about meshing those two tones.”
[02:50]

Natalie appreciates the feedback and reflects on the success of their partnership in producing a cohesive and compelling book.

Conclusion and Takeaways

The episode wraps up with Benjamin thanking Natalie for her insights. Natalie’s experience underscores the benefits of co-authoring, including:

• Diverse Perspectives: Combining different expertise areas (B2B and B2C) enriches the content.
• Enhanced Creativity: Merging distinct writing styles leads to a more dynamic and engaging narrative.
• Personal Growth: Collaborating with another writer challenges individuals to expand their skills and adapt to new approaches.

Natalie’s journey exemplifies how co-authoring can elevate the quality of a project, making it more comprehensive and appealing to a broader audience.

Further Information:
To connect with Natalie Kelly, visit her LinkedIn profile or explore Zappi’s website at zappi.io. For more episodes and insights, subscribe to the MarTech Podcast ™ on your preferred podcast platform or visit martechpod.com.